News Schell's Response to the Brewer's Association

Beer Trader

I read this on BeerPulse and I thought I would share with the MN BA crew. I understand what the brewer's association is trying to due with respect to advocating for craft beer, but I personally side with Schells on this one. Schell's is one of the beers that got me into craft beer...and yes brewer's association, they ARE CRAFT BEER. The brewer's association is full of s**t on this one.

Cheers.

We here at the August Schell Brewing Company would like to take this time to respond to the recent media offensive that the Brewers Association has launched against ‘faux-craft’ or ‘crafty’ brewers which can be found here.

We whole-heartedly believe in breweries being transparent, and the consumers right to know who is producing their beer, and where it is being made. Where we take issue, is their definition of what constitutes a craft brewer, and the fact that we have been in a sense, “black listed.” In 2005, the Association of Brewers, and the Brewers’ Association of America merged to form the Brewers Association to “promote and protect small and independent American brewers, their craft beers and the community of brewing enthusiasts.” With the merger, they decided to create a set of guidelines of who is and isn’t a craft brewer in an attempt to essentially kick out the big guys. Their definition stated that a craft brewer is “small, independent, and traditional.” Three things that the big guys supposedly weren’t. The problem with those guidelines is that it ended up excluding some of their largest members, so they changed their definition and made exceptions repeatedly to make sure they were included in their group. We apparently were not important enough, and were thus no longer considered a “craft brewery,” because according to their definition, we’re not “traditional.” As a 152-year-old brewery, and the second oldest family-owned brewery in America, stating that we are not “traditional” is insulting.

Their definition of what makes a traditional brewer, and thus a ‘craft brewer,’ comes down to the use of adjuncts. Big brewers often use adjuncts in excess amounts to cut down on brewing costs, and to lighten their beers- the opposite of what the craft beer movement is all about. While this is true for them, it is also a very shortsighted view of brewing in America, and most definitely not the case for in our brewery. When August Schell emigrated from Germany and founded this brewery in 1860, his only option to brew was to use was available to him, as it was impossible to ship large quantities of raw ingredients from Europe at that time. The high quality, two-row malting barley he could use back home, wasn’t native to North America. Instead, he had to use the locally grown, but much higher protein, 6-row barley to brew his beer. When he decided that he wanted to produce a high quality, clear and stable, golden lager, he had to cut down that protein content somehow. In order to accomplish this, he used a small portion of another locally grown ingredient he called “mais” as is hand written in our old brewing logs, better known as corn. He didn’t use corn to cheapen or lighten his beer. He did it because it was the only way to brew a high quality lager beer in America at that point. By the time high quality two-row malting barley was finally cultivated and available to use, our consumers had already been drinking our high quality beers for many years. We continued to brew our beer using this small portion of corn because that was the way we traditionally brewed it.

The question we have for the Brewers Association is why are we being punished for brewing with a locally grown ingredient, which started out of necessity, and has continued out of tradition? And why is it only bad to use adjuncts if you are brewing an American Lager, yet perfectly acceptable to use them in basically any Belgian style of beer, IPA’s or double IPA’s? The use of adjuncts in those styles is to lighten the beer, period. Labeling us as strictly an “adjunct brewer” as you so kindly have in your list of ‘Domestic, Non-Craft Brewers,’ is false. What you fail to give us credit for is that we also make a dozen traditional German-style beers that are all-malt and have never contained adjuncts. Yes, we brew our American Lager beers with a small portion of corn. This is the traditional way we’ve always brewed them, and the way we will continue to brew them. Have you looked at the price of corn lately? For us, it’s more expensive than malt. If we were so concerned about producing the cheapest beer possible, our American Lagers would be all malt! We brew them this way because that is the way we always have done it, not because it is cheaper. We put the same amount of pride and effort into producing our American Lagers as we do our line up of all-malt “specialty” beers, since we can’t dare call them “craft.” I know for a fact the same holds true for our friends at the Yuengling and Straub breweries. For you to say that the three oldest, family-owned breweries in America are “not traditional” is downright disrespectful, rude and quite frankly, embarrassing. If you want to keep us on your list of shame, then so be it. That is your decision. We will continue to pour our heart and soul into every drop of beer that we make in this small, independent, and traditional brewery. Just like every other craft brewery out there does, and just like we have done for over a century and a half. Shame on you.

Schells is 100% right, but really, I could give a flying turd about definitions as long as they keep pumping out good beer.

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To be honest, the definition is nothing new. We've known where we stood since the word "craft" was defined by them. What was new, however, was an actual blacklist. I'll be honest, when I saw our name on that list, it was like being punched in the stomach. That's how I felt, and I've only worked there for 6 years. Imagine how it felt to the family who has owned the business for 150+ years.

I've always been amazed that an amateur* and guru to thousands of home brewers could take control of an industry lobbying group and thereby become the tail that wags the dog. His chutzpah is legendary to some, but I don't much respect him or wonder about how a blacklist will keep me from buying beers such as Deer Brand or "Carling's" Black Label for that matter. I think there's, what; 90% of the overall beer market that doesn't genuflect at the notion of Craft Beer? As such, we'll see how far his chutzpah lasts, and whether a blacklist will shame enough people into disowning brands they've enjoyed for decades, as I have with the brands from August Schell.

Bergbrew wrote: "I'll be honest, when I saw our name on that list, it was like being punched in the stomach."

Indeed! It's an attempt to guilt and shame the majority of the American, of-age drinking population, and a HUGE slap in the face of the notion of free consumer choice. What is this, anyway: Beer McCarthyism?

A solid, worthy piece of agit-prop from Jace Marti, in my estimation. Meanwhile, I await the Beer Inquisition, who will at any moment be bursting through the kitchen door, scaring the cats, and destroying my carefully-hidden stash of "Pabst brands".

* Has he ever drawn a paycheck for brewing a commercial batch of beer?

To be honest, the definition is nothing new. We've known where we stood since the word "craft" was defined by them. What was new, however, was an actual blacklist. I'll be honest, when I saw our name on that list, it was like being punched in the stomach. That's how I felt, and I've only worked there for 6 years. Imagine how it felt to the family who has owned the business for 150+ years.

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Although we are members of the BA, I'll be the first to say that they have backed themselves into a corner on this one. We posted a link on our website and the responses have been overwhelmingly in favor of all beer! The BA clearly shows it's political bias often, and has hurt us with this latest attack on the breweries that have been good enough to with stand the test of time.

Although the global consolidation of beer is a reality, I am still enjoying all beer, because brewers are people with heart trying to please our palates with the recipes they craft. I have found that common trait while traveling and serving as a supplier to brewers all over the globe, big and small.

Beer Trader

To be honest, the definition is nothing new. We've known where we stood since the word "craft" was defined by them. What was new, however, was an actual blacklist. I'll be honest, when I saw our name on that list, it was like being punched in the stomach. That's how I felt, and I've only worked there for 6 years. Imagine how it felt to the family who has owned the business for 150+ years.

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Oh yeah, totally understand...my reaction would not have been so measured in your place. I might have suffered a minor stroke. But it's really inside baseball, & as long as Schell's keeps brewing great stuff, none of us drinking Emerald Rye are going to care.

SupporterBeer Trader

I read this on BeerPulse and I thought I would share with the MN BA crew. I understand what the brewer's association is trying to due with respect to advocating for craft beer, but I personally side with Schells on this one. Schell's is one of the beers that got me into craft beer...and yes brewer's association, they ARE CRAFT BEER. The brewer's association is full of s**t on this one.

Personally, I think it is lame that an industry group can claim ownership over the term 'craft' and attempt to put their own spin on what it means. This term belongs to the consumers; they should define it. Personally for me, craft has nothing to do with size or tradition, but is all about the quality of the end product. If they can call what Dogfish Head is doing 'traditional' then I can certainly see the use of adjuncts which has over a century of history as being 'traditional' as well. Honesty in marketing is important, and really what I think this craft vs. crafty push is really about. If you're drinking a Blue Moon, you should know that it is a Coors product. Perhaps this is what the BA set out to express with this campaign and simply took it a little too far crossing the line into beer snobbery land.

Great response from Jace! So let me get this straight. August Schell has won 6 medals at the GABF, the latest being silver in 2010 for Oktoberfest but they are not a craft brewery. The BA certainly has no problem cashing the checks from these non craft breweries every year. I think the BA has a little explaining to do. Either you exist to promote craft beer or beer in general, which is it? If breweries do not meet your standard, then do accept their application. Hard to push your agenda without those fat check from SAB/Miller, InBev and the rest of your non craft members.

Beer Trader

I appreciate what the BA is doing. And I appreciate even more that there be a way to differentiate between independently owned breweries and subsidiaries/brands. Hmmm...if only there were a way to differentiate between independently owned breweries and the others. What word could we use that would include all the small businesses that brew beer independently that would just allow us to note that difference while allowing us to judge the quality and styles of beer we want to drink separately....hmmm. What word could we use...

Really, what I would love to see is a chart that breaks down percentage of barrels thusly or so: smaller size craft/independent/whatever the hell you want; top 10 craft brewers; independent "better beer" producers (Which I agree should be rolled into craft, but whatever, this would include Schell's); "better beer" brands held by corporations (Goose Island, Blue Moon), and then the rest, maybe differentiated by import/domestic.

Beer Trader

What if we just judged beer on the beer itself? Whether my brother makes it in a coffee pot, or it's brewed in a multi-million dollar production line, what if I try both, and judge the beer.... On the beer itself.

Not to say I won't complain if someone uses their money to squeeze out shelf space, or unfairly manipulate the 3-tieir system. But that's not the 'beer.' I can debate and complain about the system's behind the beer all the day. But in the end, the beer I drink, I can judge on the "beer" itself.

Subscriber

I am also on Schell's side in this dispute. Hands down, Schell's makes by far the best lagers of any brewery in this country. Since it is harder to brew a good lager than a good ale, I think Schell's is definitely a craft brewer.

A bit disappointing to see BA completely discrediting itself with such arbitrary and biased standards. Oh, and Boston Beer Company is a great standard bearer for "craft". I'm sure that 8 month old light struck bottle served in a south Alabama bar next to the Bud Light really does wonders the image of "craft beer". Comical.

I do agree though with the previous poster that this list will have negligable impact on Schell's consumers.

Really, what I would love to see is a chart that breaks down percentage of barrels thusly or so: smaller size craft/independent/whatever the hell you want; top 10 craft brewers; independent "better beer" producers (Which I agree should be rolled into craft, but whatever, this would include Schell's); "better beer" brands held by corporations (Goose Island, Blue Moon), and then the rest, maybe differentiated by import/domestic.

Does this exist anywhere out there?

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Shouldnt be too hard to put together from the BA's annual release of brewery production. In fact, all of that info is in it. Check out the May/June issue of The New Brewer. The info isnt 100% accurate, as they have to estimate for some and some dont give the BA accurate info.

What if we just judged beer on the beer itself? Whether my brother makes it in a coffee pot, or it's brewed in a multi-million dollar production line, what if I try both, and judge the beer.... On the beer itself.

Not to say I won't complain if someone uses their money to squeeze out shelf space, or unfairly manipulate the 3-tieir system. But that's not the 'beer.' I can debate and complain about the system's behind the beer all the day. But in the end, the beer I drink, I can judge on the "beer" itself.

Personally, I think it is lame that an industry group can claim ownership over the term 'craft' and attempt to put their own spin on what it means.

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No one has ownership of the term. We are all free to use/ignore the BA definition as we see fit. I know I do (generally, Im fine with it, but I ignore it in the case of Shiner, feel free to do the same [in the opposite direction] for Schell's).

Really, what I would love to see is a chart that breaks down percentage of barrels thusly or so: smaller size craft/independent/whatever the hell you want; top 10 craft brewers; independent "better beer" producers (Which I agree should be rolled into craft, but whatever, this would include Schell's); "better beer" brands held by corporations (Goose Island, Blue Moon), and then the rest, maybe differentiated by import/domestic.

Does this exist anywhere out there?

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Here are some of the numbers for 2011 (all numbers in 1,000s of BBLs):

Technically, they werent craft because they werent American. BA definition only applies to American Breweries.

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Careful, I'm going to think you are stalking me, as you seem to want to engage me on every post. As I said before, I don't know your beef with American Adjunct Lager, or apparently, Schell. Give it a rest. Or don't. I don't care. Because, I'm going to work tomorrow and making beer. What exactly are you doing?

Wisconsin has a handful of breweries like Schell's--Leinenkugel's, Minhas (formerly Berghoff's, formerly Huber), and Point--older breweries that have been around before the "craft" movement started and survived by producing lower priced AAL's but now are letting their brewmasters expand their offerings...in other words, they were not craft brewers but are now making craft beers. They should be included (even though I personally think most of Leinie's offerings are watered down).

Careful, I'm going to think you are stalking me, as you seem to want to engage me on every post. As I said before, I don't know your beef with American Adjunct Lager, or apparently, Schell. Give it a rest. Or don't. I don't care. Because, I'm going to work tomorrow and making beer. What exactly are you doing?

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Just a topic Im interested in.

If you had read the 1000s of my posts like you said in the other thread, you would know my beef with AALs. I really dont have one. Ive said many times that if I had the power to eliminate one beer style from the Earth, it would be American Wheats. I dont drink AALs, never have (Ive tried them, of course, but Im one of those people who can count on one hand the number of beers they had in college [with a thumb and maybe a pinky left over], and in 87-91 Georgia, that was all that was available). I also dont drink stouts and rauchbier. I think that about covers what I wont drink.

As far as I know, I dont have a beef with Schell. If yall are at Great Taste, I will stop by next year, it sounds like you have some good beers. I wont be trying Grain Belt though. I do have a beef with all (almost all, I guess) the breweries that existed from, say 1934 (Im not concerned about pre-pro) to 1984. They are all a bit responsible for the path the American beer industry went down.

As far as I know, I dont have a beef with Schell. If yall are at Great Taste, I will stop by next year, it sounds like you have some good beers. I wont be trying Grain Belt though. I do have a beef with all (almost all, I guess) the breweries that existed from, say 1934 (Im not concerned about pre-pro) to 1984. They are all a bit responsible for the path the American beer industry went down.

As far as tomorrow goes? I was planning on brewing a zoigl.

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That's a nice piece of revisionist history. Where did you get that, Beer Wars? Or was it from any of Uncle Charlie's books? I'm afraid that if you knew as much as you seem to think you do, you might actually know something. But you keep quoting nonsensical things, changing arguments, etc.

Go ahead and brew that zoigl. I assume it will be something like this. Because if it's not, you're just another guy making beer at home.